Product Team Cialis: Getting Ready to Market Essay

3273 Words Nov 9th, 2014 14 Pages
1. What are the most relevant dimensions to use to segment the patient market for ED treatment? Select only the most relevant! The most relevant dimensions to use in order to create useful segments for Cialis are: 1. Age 2. Demographic
Demographic
Marital Status 3. Income 4. Education 5. Psychographic
Psychographic
Life Stage/Occupation (Student, Employed or Retired) 6. Values 7. Usage Patterns
Firstly, age is a valuable dimension due to the strong positive correlation to erectile dysfunction (ED) incidence. Secondly, as shown in the demographic data presented by Lilly ICOS, most men who suffer from ED are either married or living together with their partner. Being the influence of the spouse one of the
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They try to have fun as much as possible and give great importance to some of these values: Wonder, Curiosity, Amusement, Pleasure, Daring, Independence, Energy, Open-Mindedness and Sensuality.

B. Stable Husbands. People who belong in this group have ages between 30 and 65. We can describe them for being men with enduring relationships with their spouses, being either married or living together. Their levels of education are significant, therefore, the great majority has dependable, reliable employment and has gathered a medium/high amount of savings, due to their considerable level of income. This group has different usage patterns, so some of them are included in Viagra dropouts and others in Viagra current users. This segment attaches great consideration for some of these values: Organization, Competence, Accomplishment, Family, Confidence, Success, Stability and Credibility.

C. Retired Seniors. People who belong in this group have ages above 65. Most of them have been living together with their partner for a long time and over the years have built a strong, solid relationship. They have medium/high level of education and are currently retired, so most of their time is spent enjoying each other’s company. Even though they may not have a very fruity income at the moment, they have accumulated a
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